【正文】 e of the traditional media often false and illegal advertisements, by means of the virtual nature, moving to the blog site, a large number of problem blog advertising breeding. Characteristics of the virtual work, online advertising has been the industry39。中國互聯(lián)網(wǎng)絡(luò)信息中心發(fā)布的《 20222022 博客市場及博客行為研究報告》顯示，截至 2022 年 6 月底，擁有個人博客或個人空間的用戶規(guī)模已經(jīng)達到 億人，博客空間的規(guī)模已經(jīng)超過 3 億。 二、選題價值 作為一種全新的廣告方式和網(wǎng)絡(luò)營銷工具，博客廣告憑借獨特的優(yōu)勢表現(xiàn)出強大的活力和良好的發(fā)展前景，具有很高的研究價值，加強對博客廣告的認知，力求對中國廣告業(yè)的經(jīng)營實踐和廣告理論的發(fā)展有所助益。通過研究博客廣告，以期豐富網(wǎng)絡(luò)廣告的研究內(nèi)容 ,完善廣告的學(xué)科體系。這種定義偏重于博客廣告作為網(wǎng)絡(luò)廣告的形態(tài)屬性。作為動態(tài)的 博客廣告，是針對博客廣告的整體活動過程而言；而作為靜態(tài)的博客廣告，是針對博客廣告作品本身而言，博客廣告是網(wǎng)絡(luò)廣告的一種形態(tài)。如果用傳統(tǒng)的廣告概念來衡量博客廣告，往往就會因為內(nèi)涵的不確切性而否定博客廣告的特點和最有價值的部分，因此我們重視博客廣告的自身獨特的優(yōu)勢和內(nèi)涵。博主以自愿的身份加入博客廣告聯(lián)盟，在博客上發(fā)布廣告，進而獲得廣告費的分成。 （ 4）企業(yè)專題博客 顧名思義，企業(yè)專題博客就是企業(yè)自己建立的博客，企業(yè)專題博客具有廣告的功能，是企業(yè)博客營銷的一種手段。如微軟建立企業(yè)專題博客，加強同業(yè)內(nèi)。受眾根據(jù)個人興趣，決定是否點擊廣告鏈接。這種廣告形式與隱性廣告相比，比較固定化和模式化，廣告通常“寄居”在博客網(wǎng)站的骨架上，廣告形式也比較直觀。 綜上所述，從本質(zhì)上講，博客廣告具有一般廣告的本質(zhì)屬性，由廣告?zhèn)鞑サ幕疽貥?gòu)成。此定義比較寬泛，既包括動態(tài)的博客廣告又包括靜態(tài)的博客廣告，既包括顯性的博客廣告又包括隱性的博客廣告。博客廣告作為營銷 4P 中的重要組成部分，是企業(yè)營銷的重要工具和手段，是和促銷、公共關(guān)系、人員推銷等相關(guān)的概念。現(xiàn)代廣告學(xué)的研究內(nèi)容包括廣告理論研究、廣告歷史研究和廣告應(yīng)用研究。博客廣告應(yīng)用的快速發(fā)展需要理論的跟進，如何理性認識這一新的廣告形式，挖掘其潛在的商業(yè)價值，更好地把握其發(fā)展的規(guī)律，已經(jīng)成為互聯(lián)網(wǎng)應(yīng)用中比較緊迫的課題。隨著互聯(lián)網(wǎng)的飛速發(fā)展和普及，繼 EMAIL、 BBS、 IM 之后 ,博客一躍成為第四種網(wǎng)絡(luò)交流方式，迅速成為互聯(lián)網(wǎng)的新應(yīng)用。s influence and visibility。附錄 3 外文文獻及翻譯 The research of Blog advertising in China Ⅰ The background of the topic In recent years, the Inter industry in China is developing rapidly, China Inter work information center (CNNIC), which published 《 the first 25 times China Inter work development statistics report》 data show that by the end of December 2022, the Chinese Inter users scale has reached 384 million, growth 8600 million to the end of 2022, Inter peration rate further enhance , annual growth rate reached %. The prosperous development of the Inter brings big work market. With the rapid development of Inter and popularization, following the Email, BBS, IM, blogs emerged the fourth kind of work munication, which quickly became the new applications of the Inter. In August 2022, blog sites in China established the concept of blogs and became the new application in inter. So far, though only few short years time, but the development speed of blog in china is very surprising. China Inter Network Information Center released the blog marketing and blog Behavior 20222022 study,at the end of June 2022,the size of users that has a personal blog or personal space have reached 181 million people, the size of blog space has more than 300 million. Report shows, blogs bee stable after the Longterm growth, the user growth rate of six months later is 12%. Blog activity improved further, and the frequently updated blog users is %, active bloggers scale achieve billion. The prosperous development of the Inter push the emergence and the development of the blogs, the blog has bee the basis for Inter applications, increases of users’ base, the stable of application rates, and at great speed into people39。s Web page. The link location of advertisements has many ways, usually on the my blog template links column, also can put in blog post. According to individual interest, audience can decide whether click advertising links. The ads have the minimum of interference to the blog visitors, and the forms of advertising is simple, just listed on the blog page of text with a hyperlink to the title and it can play the effectiveness of advertising, this form of advertising much advertisers of all ages. (4) Featured Topics blog As the name suggests, enterprise feature blog is enterprise established itself blog, enterprise feature blog has the function of advertising and it is a means of blog marketing. Enterprise topic blog is both a blog and a advertising, it can represent the essence of blog, and reflect blog advertising characteristic. Enterprise topic blog is mainly used in enterprise product and brand image publicity and promotion. Enterprise of virtual identity on the work have an equal exchange to users and get timely useful feedback information, enterprise feature consumer blog is a platform for enterprise integrated marketing munication. Enterprise topic blog in large enterprise marketing plays an important role. In the blog birthplace of beauty Countries, many large enterprises have built their own enterprise project blog, conduct blog marketing munication activities. Topics such as Microsoft set up a business blog, to strengthen exchanges with industry professionals and improve the Microsoft brand in the industry39。蓬勃發(fā)展的互聯(lián)網(wǎng)帶來了規(guī)模巨大的網(wǎng)絡(luò)市場。伴隨著博客的發(fā)展，博客廣告也應(yīng)運而生并呈現(xiàn)出蓬勃發(fā)展之勢，網(wǎng)絡(luò)技術(shù)的不斷更新也使其處于日新月移的變化中。 其次，對廣告學(xué)理論研究是一種有益的補充。這種定義偏向于博客廣告在企業(yè)營銷方面的應(yīng)用。博客廣告，是一切以博客為平臺的廣告表現(xiàn)和廣告行為，統(tǒng)稱為“博客廣告”。本文所探討的博客廣告，是廣泛意義上的博客廣告，既包括顯性博客廣告 又包括隱性博客廣告。通常是把已經(jīng)制作好的網(wǎng)絡(luò)廣告，放在博客網(wǎng)頁上面，供網(wǎng)民瀏覽或點擊來傳遞廣告信息。鏈接廣告的位置 有很多種，一般放在博客模板的“我的鏈接”欄里，也可以放在博文中。在博客的發(fā)源地美國，很多大型企業(yè)都建有自己的企業(yè)專題博客，開展博客營銷傳播活動。企業(yè)專題博客既是博客又是廣告，最能代表博客的本質(zhì)，體現(xiàn)博客廣告的特點。博主通過撰寫博文，在博文內(nèi)容中表現(xiàn)出廣告主的產(chǎn)品信息，并把廣告產(chǎn)品的信息有機地融入到博文中。 2. 博客廣告的形式 作為網(wǎng)絡(luò)廣告的一種形態(tài)，博客廣告具有網(wǎng)絡(luò)廣告的一般屬性。我們探討的博客廣告既包括靜態(tài)的博客廣告形式，又包括動態(tài)的博客廣告的運作過程。在個人博客上發(fā)布的能給企事業(yè) 單位帶來利益的一切廣告行為統(tǒng)稱為“博客廣告”。 再次，有助于指導(dǎo)博客廣告實踐。這一研究具有重要的 理論意義與現(xiàn)實意義。報告表明，博客應(yīng)用率在長期高速增長后趨于穩(wěn)定，半年用戶增長率為 12%。s regulatory problems, blog ads as well. Because of poor supervision, bloggers may get more ads for the advertisers pay for the hype, there is false or deceptive advertising information. In the United States and Japan, has been the subject of plaints in the case of blog advertising. At present, monitoring specifically for blog advertising content relevant laws and regulations has not been clear, the content of blog advertising and advertising review the legality of the products, but also the introduction of relevant laws and regulations, the specific form of advertising regulation is also exploring the practice of . Therefore, my blog advertising regulation is still a long way to go. 2. The credibility problem of Blo